Hello everyone. Daniel Turner here, and welcome to the lesson on understanding your prospect. If you don't understand your prospect, your copy will not be persuasive because it does not align with them. And as you know, you need persuasive copy to convert prospects to get more clients. So in this lesson, you're gonna learn exactly how to think about your prospects so they recognize themselves in your copy. This isn't about some market research BS. Right? That's not what we're talking about here. What I'm gonna do is I'm gonna share with you more of my secrets for you to take that I've used to write killer copy because it aligns with the prospect, which results in more leads and clients. So without further ado, let's dive in. How to think about your prospect like every good copywriter does. So there's a couple of core principles here. The first one is you wanna speak to your prospects before state like you've lived it. So before you write a word of copy, ask, what are the moments they hate? If your copy talks about the life they're in, you're aligned in their world. So the keyword here is moments. So the most effective way to do this is to mark the moments your AI service eliminates. It's the moments that people recognize themselves in your copy because it's the moments they live in. Right? So if you have an AI solution for customer support, write about eliminating twenty ticket Mondays. That's the moment that they dread, right, when they wake up in the morning. If you have an AI solution for recruitment, don't just talk about screening candidates. Write about never hiring another nightmare employee again. Alright. If you have an AI solution that automates content, write about eliminating blank page paralysis. These are the moments your prospect lives in. And when you name them, they recognize themselves in your copy. Now when it comes to blank page paralysis, obviously, you know, we use tools like JTPT and Claude, so we don't know what that feels like. But these guys live in these moments where even if they do use it, they still deal with the blank page paralysis. They still deal with the frustration. Right? It's the frustration that's gonna get them to lean in. And the more precise you are with naming it, and you do that by marketing the moment, the more they're gonna recognize themselves in your copy. So this is a secret to speak to your prospects before stay like you've lived it. It's by marketing the moment. Now the second one here is when it comes to b two b prospects and services, the strongest sales argument in b two b is transformation. So copy with transformation has the strongest effect to convert prospects in b two b because of the impact on the imagination. So your prospects imagination is the most powerful pulling force to draw them towards your AI service. Your prospects might see your AI service with the outcomes and benefits, but they don't imagine it. The imagination is how they feel it. They believe it. Right? So let's break down an example that I have actually used for an AI solution. So it's ten o four AM. You haven't checked your email once. Every invoice is logged, approvals processed, and updates synced all while you're on your morning walk. Now what was the first thing that happened when you read that? You imagined it. It made it real. Right? Here's another one. It's end of the month. You're not formatting slides at midnight. Reports are done, branded out. You're running the machine, not the other way around. This is the transformation. Now, if you're wondering where you plug this in, you plug it into the narrative after the contrast or before the contrast, just after you break down the process to bridge the gap between their problem and the outcome to prove it. Talk about the transformation. Here, you're just amplifying their imagination. You're amplifying. You make it so real in their mind. So in terms of these two, this is used to amplify the AIDA framework to write persuasively. So when you're talking about their problem, talk about the moments they hate, the moments they live in. When you talk about the process, talk about the transformation afterwards. What what does it look like? Once I have your AI service, what does it look like when that pain is eliminated and I have that outcome? K? Now what I've done here is I've attached a grid for ideation to give you some ideas. So this is a really good starting point when it comes to writing copy for your prospect. But I did cover a lot of this in lesson two of the messaging, and I didn't wanna repeat myself. But I did wanna add these keywords because they struck gold when I was writing copy for our services, and I've continued to use them. So we've got the category, the before state, so the current state, and they're after the decide state. So what's the issue? Let's say that the issue is the problem is that there's bottlenecks with too much busy work. The after is it frees them to focus on bigger objective. Freeze them. Focus on bigger objectives. These are really powerful keywords. You say, how are they feeling if they're overwhelmed and stressed? If that's the point, if that's the thing that you're pressing on, the outcome is you want them they will feel supported in their operations. Right? What's their day like if they're drowning in manual tasks? The afterhairs will handle that task in the background behind the scenes, freeing you from that problem. When you mention the background, it creates in the subconscious mind that they don't have to worry about it or deal with it. It just sorts itself out without me having to worry about it and freeing you. It sparks that imagination. It amplifies it. Now in terms of the narrative they see with AI solutions, like if they believe that it's overpromising overvalued tech that they just don't trust, the perfect way to position us in your copy is you want to talk about how it's a vehicle to support them in their goals, not revolutionize. Because you've got to think, if you're offering a AI service to someone who's been running their company for ten to twenty years and you're offering to revolutionize and transform it, that hurts their ego. Right? They're gonna think, who do you think you are? Right? I've been running this company for ten, twenty years, and you're gonna come in and tell me that you're gonna revolutionize and transform it, so don't do that. Right? Talk about how it's just a vehicle to support them. It's an upgrade. This goes back to lesson two in the messaging. Lesson two and these are linked. You wanna position it and talk about how it's just an upgrade, how it just supports them. It doesn't revolutionize. You're not transforming anything. K? So copywriting, by now, you've realized it's all about the connection. Right? So understanding your prospect allows you to write copy that connects them with your AI service. You wanna make them think this person gets what I'm going through. And this is why we talked about in terms of the ada framework. You make it all about the prospect. You do not talk about your service. You You don't talk about the features. You don't even mention a name. Talk about their problem, their outcome, the process that you're gonna get them there, the contrast, the transformation, the moments. You make it all about them. Right? That's how you form the connection in your copywriting. Now a little side note here is that you wanna use a market research tool and a tools for war that I've developed because I've been using it for eight months now and it works exceptionally well. Another seven figure founders who you're familiar with, you know what I'm talking about, also use it. It's where I got the ideation from. But don't head to the tools for one now. Just keep a note of this. Okay? Now the problem with not understanding your prospects. So your prospects will not be aligned with your copy if you don't understand them, and you cannot craft a compelling narrative to get them interested because you don't know their problem, their desired outcome. You can't bridge their problem and their desired outcome with your process, and you cannot make a sharp contrast to push them over the line. And you can't talk about the moments that they hate because you don't know what they are and you can't talk about the transformation. So you need to understand your prospect. And I've been here and you'll get frustrated and think they just don't get it, right, if you don't understand your prospect. Instead of identifying the issue, which is that you're just not aligned with your prospect. So there's been plenty of times where I've written a lot of copy and it failed, and I'd get frustrated and blame the prospect rather than blaming myself and identifying that the issue was me because I wasn't aligned with my prospect. Now you get to skip all that trial and error because now I'm sharing all of my experience with you. But if you're ever writing copy and you're frustrated because it's not converting, think my prospect is just not aligned with this. Let me go back to the drawing board. So in terms of the summary of understanding your prospect, it's quite simple. By now you have you know that copywriting is a mirror. Right? So your job is to reflect your prospect's world by aligning your service to offer a better way forward. So you meet them where they are by marketing the moment. They recognize himself in the copy. They think about all the painful times. They deal with that moment that you're eliminating. And the transformation is is the key to b2b marketing. That's how you amplify persuasive copy with the AIDA framework. After you talk about the process, if you talk about and mention a transformation, it just amplifies it. Right? Because you're really amplifying their imagination. But you can't do any of this without understanding your prospect first. So it always starts with the prospect. Now up next, we've got copyright and that converts, so I'll see you in the next lesson.